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Audience theories have evolved over time from viewing audiences as passive receivers of media messages to more active participants. Early theories saw audiences as hypodermic needles that were directly influenced by media (passive audience theories). Later, researchers found audiences interact with media through opinion leaders or use media to fulfill needs like information, identity, social interaction, and entertainment (uses and gratification approach). Cultural effects theory also argued regular media viewing can shape audiences' views over time, though does not judge viewing as good or bad (active audience theories).
Audience theories have evolved over time from viewing audiences as passive receivers of media messages to more active participants. Early theories saw audiences as hypodermic needles that were directly influenced by media (passive audience theories). Later, researchers found audiences interact with media through opinion leaders or use media to fulfill needs like information, identity, social interaction, and entertainment (uses and gratification approach). Cultural effects theory also argued regular media viewing can shape audiences' views over time, though does not judge viewing as good or bad (active audience theories).
Audience theories have evolved over time from viewing audiences as passive receivers of media messages to more active participants. Early theories saw audiences as hypodermic needles that were directly influenced by media (passive audience theories). Later, researchers found audiences interact with media through opinion leaders or use media to fulfill needs like information, identity, social interaction, and entertainment (uses and gratification approach). Cultural effects theory also argued regular media viewing can shape audiences' views over time, though does not judge viewing as good or bad (active audience theories).
and information production. From the side of the creators and producers, they are the perceived receiver, the viewer, and the end- user of the media and information texts that will come out of the production cycle. Media corporation spend a huge amount of corporate funds trying to learn about their target audience. Passive Audience Theories The hypodermic needle theory emerged in the late 1920s and gained prominence until after World War II. It asserts that media information messages, like a hypodermic needle, inject their messages directly to their audiences. Media is described as powerful conduits of messages and audiences as passive recipients of the messages. It also suggests that audiences will believe anything told to them by the media. It views audiences as largely homogenous and undifferentiated; thus media text will generate the same reaction from all kinds of audiences. The two-step flow of communication emerged from studies of Paul Lazarsfeld, Bernard Berelson, Hazel Gaudet when they analyzed how voters make their electoral decisions in the 1940 United States presidential campaign. The findings revealed that voters do not access information directly from the media but through what is referred to as opinion leaders, a group of people who exert particular influence on the voters. The uses and gratification approach argued that the audience access media and information bringing with them their own needs and desires, which in turn structures the way how media is received. Kinds of Gratification • Information: We want to know about the society we live in. We want to sense the world. Human beings are naturally curious and we want to satisfy our curiousness. • Personal Identity: We watch the television to validate our understanding and appreciation of our identities. • Integration and Social Interaction: Because we turn to the media for information, it became a means of providing us with the information we need so we can integrate and interact with social groups. • Entertainment: Sometimes we simply use media for enjoyment, relaxation, or just to fill time. Cultural Effects Theory In 1976, George Gerbner introduced the cultural effects theory. He argued that television cultivates in its viewers a way of sensing and seeing the world. Without judging television viewing as good or bad, Gerbner intuited that regular usage of television over extended periods of time can shape people’s opinions, views and behavior. Active Audience Theories From the linear transmission models, we will now proceed to a more complex theorizing on audience reception. We need to invoke our basic understanding of Stuart Hall’s framework for encoding and decoding messages. • Encoded in the construction of media texts are the organizational and contextual factors surrounding the production of media and information text. • Encoded in the media and information texts are also dominant perspectives that emanate from the main institutions of society, including even the established codes and practices that create preferred meaning.